National Sales Managers (Alcoholic Beverages) at AAVA Brands Limited

Job Summary

• The Regional Sales Manager (ASM) will be responsible for driving sales performance, market penetration, and brand visibility for the company’s range of alcoholic beverages within the Benin and South-South region.
• The role involves managing distributors, wholesalers, and key on-trade/off-trade accounts, ensuring achievement of volume, distribution, and profitability targets.

Key Responsibilities

• Implement area sales strategies in line with national objectives to achieve monthly, quarterly, and annual targets.
• Drive numeric and weighted distribution across retail and wholesale outlets.
• Manage and grow sales through direct trade, key accounts, and distributor partnerships.
• Monitor daily and weekly sales performance, providing accurate and timely reports to management.
• Identify, appoint, and manage distributors and sub-distributors within the Benin region.
• Ensure efficient route-to-market (RTM) execution for product availability and visibility.
• Negotiate trade margins, credit terms, and promotional agreements with partners.
• Supervise distributors’ sales representatives to ensure effective coverage and merchandising.
• Collaborate with the marketing team to plan and execute trade activations, in-bar promotions, and events.
• Monitor competitor activities, pricing, and market trends to recommend proactive strategies.
• Ensure effective branding and merchandising in all outlets in line with company standards.
• Build and maintain strong relationships with key trade customers and opinion leaders.
• Address customer complaints promptly and professionally.
• Organize trade engagement sessions and loyalty programs to strengthen partnerships.

Qualifications & Requirements

• Bachelor’s degree in Marketing, Business Administration, or related field.
• Minimum of 5–7 years’ sales experience in the alcoholic beverage, brewery, or FMCG sector, with at least 2 years in a supervisory or managerial role.
• Strong knowledge of the Benin and South-South market dynamics, including distributor networks and on-trade channels.
• Proven track record in achieving sales targets and market expansion.
• Excellent communication, negotiation, and relationship management skills.
• Proficiency in MS Excel, PowerPoint, and CRM tools.

Key Competencies:

• Leadership and team motivation
• Strong commercial and negotiation skills
• Market and channel understanding (on-trade/off-trade)
• Analytical and reporting ability
• Result-driven and self-motivated
• Excellent interpersonal and communication skills

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Job Summary

• The National Sales Manager will oversee and drive the company’s sales operations across all regions, ensuring sustainable revenue growth, market share expansion, and brand visibility within the alcoholic beverage sector.
• The role requires a strong understanding of market dynamics, regulatory compliance in alcohol sales, channel development (on-trade and off-trade), and the ability to lead and motivate a high-performing sales team

Key Responsibilities

• Develop and execute the national sales strategy in line with company objectives and market opportunities.
• Identify new business opportunities, market trends, and emerging consumer behaviors to drive competitive advantage.
• Establish sales forecasts, budgets, and targets for regional and key account managers.
• Manage relationships with key distributors, wholesalers, and major retail chains (both on-trade and off-trade).
• Negotiate trade terms, pricing structures, and promotional agreements with key partners.
• Ensure consistent execution of sales strategies across all territories.
• Collaborate with the marketing team to implement promotional campaigns, brand activations, and consumer engagement strategies.
• Monitor competitor activity and market developments, providing actionable insights to senior management.
• Drive expansion into new territories or channels (e.g., premium outlets, events, e-commerce).
• Ensure adherence to all regulatory and licensing requirements governing the sale and distribution of alcoholic beverages.
• Oversee inventory management and supply chain coordination with logistics and production teams.
• Review and analyze sales reports, market data, and customer feedback for continuous improvement

Qualification

• Bachelor’s degree in Business Administration, Marketing, or related field (MBA preferred).
• Minimum of 7–10 years’ experience** in sales leadership within the **alcoholic beverage, FMCG, or consumer goods industry.
• Strong understanding of Nigeria’s (or relevant market’s) alcohol distribution landscape and licensing laws.
• Proven track record of achieving sales targets and managing large sales teams.
• Excellent negotiation, communication, and interpersonal skills.
• Strong analytical skills with proficiency in CRM tools and MS Office Suite.
• Willingness to travel extensively across regions.

Key Competencies:

• Strategic thinking and business acumen
• Leadership and team development
• Market and consumer insight
• Negotiation and stakeholder management
• Results orientation
• Regulatory awareness